HDFC Mutual Fund has launched its third fund in the series of Charity Fund for Cancer Cure to highlight the role of charity towards the struggles of the families of cancer patients. For this, HDFC Mutual Fund has released a new TVC to promote its campaign against cancer. The TVC depicts a story of a fireman and his young daughter. It aims to convey the message that there is no better return on investment than saving a life.
The TVC opens with a fireman who is seen getting ready to leave for his duty. Just then, he realizes that his helmet is missing. He notices that the helmet is being worn by his daughter who runs around challenging him to chase her.
The chase begins and the duo begin running around the house and the corridors.
The fireman finally manages to get hold of his daughter.
It is only when the daughter removes the helmet and puts it on her father’s head, does the viewer realize that the girl is a cancer patient. The chase sequence shows the fireman’s house—a modest one—signifying that the medical expenses for his daughter are probably beyond his reach.
Publicis Ambience, the agency on the brand, has conceptualized and executed the campaign. Speaking about the campaign, Jigar Fernandes, Executive Creative Director, Publicis Ambience, said, “We realized that a fund like this might get more takers from the 35 plus age group, who might be parents themselves. Hence, the story of a parent struggling to save his child, and the urge to help more parents like him in their fight against cancer.”
Shyamali Basu, Senior VP and Head of Products, HDFC Asset Management Company, said, “The unseen struggles of cancer patients are unimaginable, more so of the families who can’t afford their treatment. Through this one-of-a-kind fund, we make concerted efforts in aiding this cause to the fullest. Publicis Communications has done a great job in delivering the message through a simple and impactful ad.”
Bobby Pawar, Managing Director, Publicis Communications, South Asia, said, “Very rarely do you see a company believe in a cause that they create a product that supports it. All of us must salute HDFC Mutual Fund for not only conceiving the Charity Fund for Cancer Cure, but also making it a successful endeavour; one that has employed the investment savvy and the philanthropy of high net worth individuals for the benefit of thousands of cancer victims and their families.”
Managing Director and Chief Creative Officer, South Asia – Bobby Pawar
Chief Operating Officer – Paritosh Srivastava
Executive Creative Director – Jigar Fernandes
Creatives: Rohan D'souza, Jigar Fernandes
Account Management: Nipun Goomer, Darrell Fernandes, Bhavik Thakkar, Bidisha Bezbaruah
Films: Jignesh Maru
Production Company: RPF Films
Director: Vijay Prabakaran
Music – Karan Kulkarni